Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead PDF
Preview Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead Not all those who wander are lost. — J.R.R. Tolkien Jonathon D. Colman Senior Manager, Digital Marketing The Nature Conservancy http://www.nature.org/ w w w.nature.org Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #1 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Introduction to Web Marketing via Search Seven key topics we’ll be covering today: • Findability • Search engine optimization [SEO] • Search engine marketing [SEM] • External web marketing • Online reputation management • Landing page design • Web analytics Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #2 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #3 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 I. Findability 101 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #2 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #3 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 You’ve Got an Opportunity: The Web • But: It’s big, really big • And: It’s unstructured, ad hoc, random • By the way: No standards for quality, value, credibility, or usability • Did you know?: Your donors and competitors are already there. • Don’t forget: It’s growing like a weed Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #4 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #5 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 You’ve Got an Opportunity Challenge! • Web publishing is not print publishing: Your users act as both information consumers and providers • Users decide what’s quality, what’s credible, what’s valuable • Your user experience is now part of your brand • Users decide how to navigate the web: • Users decide when (or if) to link to your site or your competitors • Inbound links to your site are “votes” of credibility and relevance Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #4 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #5 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Wayfinding: How Users Get to Your Site • Accidental (discovering) User Your Site Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #6 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #7 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Wayfinding: How Users Get to Your Site • Accidental • Purposeful (finding) User Your Site Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #6 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #7 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Wayfinding: How Users Get to Your Site • Accidental • Purposeful • Your goal: provide findable pathways to your content for both User 1 Your Site User 2 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #8 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #9 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 “Push” Content vs. “Pull” Content • Push content drives content outward toward incoming visitors • Great for purposeful wayfinders who need detailed info. • Standard means for showing & telling your org’s story • Ex. online magazine, news releases, e-newsletter article • Pull content brings visitors to your site from diverse venues • Brings visitors to your site from all over the web • Leverages strong external networks, online services • Ex. e-cards, volunteer events database, online quiz or poll • Bottom line: you need both types of content to build traffic and drive engagement Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #8 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #9 of 106 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Don’t Forget: Offline findability Provide findable pathways to your online content in offline venues: • Magazines, journals, brochures • Annual reports, press releases • Marketing collateral products • Sign-up sheets at events • Signage at conferences and other events • Office voice-mail, business cards Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #10 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #11 of 106
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